Euro 2008 – The Sun goes Polish

What’s a UK newspaper to do during the Euro 2008 when neither England, Scotland, Wales or Northern Ireland have qualified for the football tournament of the year? Had the home teams participated it would have meant a significant increase in circulation for the UK papers. Well, the Sun have come up with a creative solution – tap into the UK’s 600,000-strong Polish community with the launch of The Polski Sun, a Polish language version of the Sun. The paper is predicted to attract 200,000 readers according to Sky News and will be produced by Polish journalists and columnists, and also include a Polish page 3 girl (no progress there, folks).

Six editions will be produced with an estimated circulation of 70,000 copies.